Accelerating genAI adoption: A conversation with VMware’s Marketing AI Council 

During Kaltura’s recent virtual event about AI in marketing, learning, and events, Virtually Live! 2023, “on-the-fly” session summaries and takeaways were instantly generated by AI after the session and released to the audience via pop-up notification. Perfect as a TLDR or a convenient way to save or share the essence of the sessions, these summaries contain a few nuggets and best practices about AI in marketing you might find interesting…

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In the dynamic landscape of AI integration in marketing, VMware’s Marketing AI Council stands out as a pioneer. Comprising passionate marketers, this council was one of the firsts in the market to effectively utilize AI tools to revolutionize their content creation processes. In this discussion, Jessica Hreha (Head of Global Integrated Campaigns & Content Strategy), Michelle Moore (Senior Manager, Brand Content), and Yadin Porter de León (Global Executive Content Marketing Lead) share insights on their journey, emphasizing the balance between human creativity and AI efficiency. 

• Form your own Marketing AI Council: Explore AI’s potential within your organization and involve all your teams and leadership to formulate guidelines.
• Evolution of vision: Start with a narrow use case involving ChatGPT that will expand your horizons, focusing on collaboration, education, and aligning leadership.
• Measuring AI contribution: It’s important to measure AI’s impact on content creation, with emphasis on the dramatic reduction in project timelines and the economic potential of generative AI.
• Maintaining brand voice: You can tell generative AI tools to apply a specific tone of voice or to communicate a certain message. Still, it’s important to always keep a human in the loop. AI is only the assistant. Business tools such as Jasper or Writer can handle voice- or style-related prompts much better than free AI tools.
• The future of AI in marketing: AI’s influence on marketing will be widespread, but the pace of transformation would depend on individual teams’ passion and commitment to adopting AI tools.

VMware’s Marketing AI Council serves as an inspiring example of effective AI integration in marketing strategies. Their approach evolved from narrow use cases to extensive collaborations, education initiatives, and leadership alignment. 

The council emphasizes the need for measuring AI impact, focusing on time-to-value metrics and highlighting the economic potential of generative AI. They also underlined the importance of human oversight in maintaining brand authenticity while using AI-generated content. 

AI is permeating every facet of marketing. Passionate teams play a pivotal role in driving this transformation. In the end, the key takeaway is to experiment with AI tools, so we can prepare ourselves for the future of marketing, where AI and human creativity converge to redefine industry standards. 

Hungry for more AI-related content? We got a whole event’s worth of content! Register for the Virtually Live! 2023 hub and enjoy free access to it all!